The Glenlivet is back on TV with a new campaign that aims to showcase the brand’s history of breaking tradition with its single malt.
The ‘Original by Tradition’ campaign is fronted by a historical film, running across prime channels such as, ITV, Channel 4 and Sky. The new creative is designed to appeal to a new generation of consumers.
The advert will also roll out across print, digital, and video-on-demand services, accompanied by a digital campaign on Instagram and Facebook.
Katia Fragkou, head of marketing at brand owner Pernod Ricard UK, commented: “We are breaking with tradition once again and taking The Glenlivet in a completely new direction that opens up the traditionally male-dominated single-malt category with a campaign that challenges conventions.
“Our aim is to reach new audiences in order to establish broader occasions for single-malt. After all, The Glenlivet has always been forward-thinking we want to celebrate our pioneering heritage and embrace the original thinking of our founder, George Smith. We will never be held back by limiting preconceptions of single malt Scotch - we will continue to push boundaries.”
The rollout of the ‘Original by Tradition’ campaign this month coincides with the release of The Glenlivet’s updated packaging. The new look includes bold colour references used throughout the new ad campaign.